And Why Good PR Still Makes the Message Matter
AI is controversial, and has been since post-pandemic. But no matter where you stand on the issues of AI ethics, we can’t deny its presence.
AI is here to stay.
As a ghostwriter for over a decade, I couldn’t risk being left behind. But even until now, I admit that I had (and still have) my own reservations when it comes to AI.
Despite that, I found AI (surprisingly) helpful. AI can elevate your content creation without risking your credibility as a business…when used right.
From a skeptic who knows how to use AI, we’ll explore:
- What AI tools can (and can’t) do in copywriting
- How to use AI for effective ad copy
- Why PR agencies are critical in ensuring these tools support your brand
What Are AI Copywriting Tools?
AI, or artificial intelligence, is broad. For copywriting, we use AI dialogue systems that generate written text through a prompt. These prompt results can be used for anything. Even ad copy.
Some examples of AI writing tools include:
- ChatGPT
- Copy.ai
- Jasper AI
- Writesonic
- Anyword
AI is great for quick ideas around:
- Ad headlines and product descriptions
- Email marketing content
- Social media posts
- SEO blogs and landing page text
Here’s How to Use AI Tools for Better Ad Copy
1. Think of it as an assistant, NOT a replacement
AI is only as powerful as your business strategy.
In copywriting, it’s just an assistant who happens to be a robot, at the level of an impressive high school student who’s about to graduate, but can still come across as slightly pretentious.
While AI tools are learning rapidly, it’s always best to feed your “pre-college assistant” the following for better personalization:
- Your product/service’s benefits
- Your target audience (e.g. Gen Z women in Manila)
- Your brand tone (fun, premium, approachable, etc.)
- Your purpose (traffic? awareness? sales?)
Your job is to be the human boss who fine-tunes results to make everything fit your exact needs.
Here are some examples.
Example:
Good Prompt: “Write 3 TikTok captions for a facial cleanser.” “3 short TikTok copies for skincare.” (Too broad, too general, too wide of a scope)
Great Prompt: “You’re my social media manager. Write 3 TikTok ad captions for a ₱250 facial cleanser for sensitive skin, aimed at Filipino Gen Z women in Manila. Brand tone: witty but trustworthy, and aligned to my brand communications guide.” (Has direction and scope, assuming you’ve fed it the materials we mentioned a few paragraphs above.)
From there, you can use whatever comes up as a springboard.
AI Tip:
- Never treat your AI prompt results as your final product. What makes your brand stand out is you, not AI.
2. Never Post Raw AI Copy
Even though AI machines are pretty smart robots, they’re still not perfect. I’ll explain why later on, but AI can be a mess–and a nightmare!.
This is where your PR strategy comes in: if a PR agency has helped you define your tone, positioning, and brand voice, these tweaks become easier and more consistent.
3. When Brainstorming with AI, Think of It as Someone who Relies on YOU, Not the Other Way Around
The entire internet mentions the AI brainstorm sentiment time and time again, but how do we brainstorm with AI?
Rather than handing the steering wheel to AI, take the lead. Make AI want to rely on your input, not the other way around.
Example:
Say I’m part of a campaign for a skincare brand in Davao. I’m short on time, but I need ideas. Here’s what I put on ChatGPT:
Me: “I prefer clear and concise text that relates well to a Filipino audience, isn’t flowery and gets straight to the point. When I ask for copy on a skincare brand, please provide something straightforward yet relatable.
Compose a short 30-word copy about an aloe vera serum formulated from local aloe vera in Davao for a social media post aimed at product awareness.”
ChatGPT: “Soothe and hydrate your skin with our aloe vera serum—made from locally grown aloe vera in Davao. Gentle, effective, and proudly Filipino, for skin that feels calm and fresh.”
It’s…a little boring. So I tried again:
Me: “You can do better than that. Can you add more…energy?”
ChatGPT: “Sure! Here’s a more energetic, punchier version:
“Power up your skin with our Davao-grown aloe vera serum! Fast-absorbing, soothing, and proudly local. Cool down, glow up—because your skin deserves that fresh, Filipino kind of care.”
That’s better!
I could either tweak it a little to add what I know, or give ChatGPT sources and try again.
(Or both!)
4. Test Multiple Variations and Explore Other AI Tools
From experience, ChatGPT’s ability to create good SEO article headlines (among many things) is a hit or miss. There have been times when I had to do the writing myself.
But did you know that other tools for copywriting don’t generate text? Instead, they help you with what you already have. AI is broad, and its use goes beyond generating content.
Here are a couple of tools that are always in my arsenal:
- Grammarly – what is arguably the most commonly used AI tool for writers, it acts as a fresh pair of eyes for any editing needs.
- MonsterInsights Headline Analyzer (or any online headline analyzer, really) – MonsterInsight is good for when I have doubts about my headlines. The AI-powered website scores your headlines and even has tips to boost SEO ratings!
Why You Still Need a (Human) PR and IMC Agency
To turn generated copy into something that converts and builds reputation, you still need a strong (and human) backbone in PR and integrated marketing.
- AI Doesn’t Understand Human Nuance
If you’re not careful, AI could cost your entire business.
AI doesn’t understand contextual sensitivities (e.g. cultural references or political climate), and potentially offensive phrasing.
Moreover, AI tools hallucinate: they can come up with facts that aren’t true at all.
A PR agency will catch and fix all of this, before they damage your brand.
- AI Can Be Monotone And Neutral
AI results also tend to sound monotone and neutral. But ad copy shouldn’t just “sound nice.” It should stand for something. It should engage, and represent you.
PR agencies don’t just create —they direct: they monitor, report, and adjust to your business goals.
Without PR strategy, your AI-generated caption is just noise without direction.
Let AI Assist, and Let PR guide
AI’s effects and ethics can be a separate discussion. But I don’t think we have to add fear to the equation. We just need a change in perspective.
AI copywriting tools are incredible! They help you brainstorm and scale content quickly and affordably. But they don’t understand your audience, your market, or your message the way you do, or the way a seasoned PR agency partner does.
To truly create high-converting ad copy, let AI assist, and let PR guide.
Want to use AI but can’t be too careful? Talk to NGP IMC!
When you partner with our PR agency that understands both digital trends and traditional communications, you don’t just write great copy—you build a brand that people trust.
Kriztin Cruz is a recruitment and digital marketing professional, freelance writer, hobbyist painter, and frustrated sociologist–with too many things to want and too little time to spare. She graduated with a Psychology degree in 2019 at De La Salle – College of Saint Benilde Antipolo. When she’s not drafting a corporate letter or working on anything digital marketing, you can find her doing the following, but not in this order: reading a good book, scavenging for a good book, sketching, painting, journaling, junk journaling, obsessing over an obscure Czechoslovakian surrealist film (or anything by Miyazaki or Del Toro), cooking, finding a cafe to relax in, and creating new things while a nice documentary plays in the background.